整合行銷溝通

Integrated Marketing Communications

學期

110-1

學分

3 學分

當期課號

5489

永久課號

IMS2327

開課單位

管理科學系

授課教師

欒紀成

校區

光復

類別

選修

上課時間表

節	週二
6 14:20–15:10	整合行銷溝通 M205 3 節連堂
7 15:30–16:20
8 16:30–17:20

* 根據陽明交大上課時間表所列

概述

This course examines the vital role of marketing communications in the development of marketing strategy. Integrated marketing communications (IMC) is to explore the use of advertising, personal selling, sales promotions, Internet marketing, public relations, and more to enhance brand equity. The strategy and planning involved in the development of integrated campaigns is emphasized. The key objective of this course is to provide an understanding of the various promotional tools that can be used in marketing goods, services, and ideas.

先修科目

Marketing Management or Principles of Marketing

教學方式

Pedagogy and other supplementary information (websites, TAs, handouts and/or databases): Use websites and social media to introduce examples about IMC. E3 is the most important communication platform between you and the instructor. All the class materials and important announcements will be posted on e3. Every assignment and team project will be submitted on e3. Please check e3 frequently during the semester.

評分方式

Evaluation and Grading Policy: Attendance and Class Participation 35% Random Quizzes 15% 2 Team Projects 50%

課程大綱

Promotion mix
Team projects

週次計畫

週次	主題
第 1 週	Introduction 上課連結:https://meet.google.com/hpe-hsga-and
第 2 週	NO CLASS
第 3 週	Setting IMC Objectives & Budgets
第 4 週	Consumer Behavior and the Persuasion Process
第 5 週	The Communication Process
第 6 週	Google全球供應鏈經理陳國浩 (10/21 16:30-17:30)
第 7 週	Source, Message, and Channel Factors
第 8 週	Midterm Presentation (KKDay產品長林淑君: 航向海外的SaaS服務 for extra credit; 11/4 16:30-17:30)
第 9 週	Advertising Design
第 10 週	味丹企業飲品行銷部部經理鄭榮杰 (11/16 14:20-15:20) 題目:「味味是好味,我的行銷不丹純」
第 11 週	Media Planning, Strategy, and Evaluation/Supporting Media
第 12 週	Mastercard Business Development Manager 蔡瑋玲總監 (11/30 14:20-15:20)
第 13 週	Direct Marketing/Internet Advertising
第 14 週	Sales Promotion
第 15 週	Public Relations/Measuring the Effectiveness
第 16 週	Final Presentation

教科書

George Belch and Michael A. Belch (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective (11th Ed). McGraw-Hill.

Office Hours

地點: M-315
時間: By appointment
聯絡方式: Email: cluan@nctu.edu.tw